This week we're sharing 9 amazing lessons we've learnt from two years of running Inbox - our awesome online email marketing conference. It's a phenomenal event, and we promise this year it's going to be absolutely next level! To prove that it's true, we've pulled out 9 tips we learnt from some of our amazing speakers at past events of this FREE online email marketing conference. They're so good you're going to want to take notes! Ready to have your mind blown? SOME EPISODE HIGHLIGHTS: (0:12) Come and join us at Inbox 2022 (for FREE!)(5:40) Lesson 1: Use emails to 're-sell' your membership.(8:31) Lesson 2: Turn your free content into your core product.(12:51) Lesson 3: Tweak and test your lead magnet landing pages.(16:35) Lesson 4: Use your emails to educate, entertain, and encourage.(18:48) Lesson 5: Talk about your lead magnet from different angles.(23:38) Lesson 6: Test the deliverability of your emails with all the major email platforms.(26:21) Lesson 7: Identify the people who want your highest offer first.(28:02) Lesson 8: Grow your list by getting in front of other people's audiences.(29:23) Lesson 9: Sell the product. Don't explain the product.(31:22) Subject line of the week.Come and join us at Inbox 2022 - for FREE!Our Inbox email marketing conference is on the 28th and 29th of June 2022. And we’d like to invite you to join us for FREE! Previously, tickets for registration were up to $500, but this year we’re going to grow this conference massively and make it into the biggest online email marketing conference you can imagine. It's packed with 12 amazing speakers and presentations and is fully online and fully live. We'd love for you to come and join us! If you want to learn what's going to impact your ability to make more sales with email, this is the place to be. Because it's not just about the words you write, who you send them to, or when you send your emails. It's about a lot more than that! And these two days are going to have a solid impact on your ability to make sales with email marketing. If you're already salivating and want to find out all the details, see the full line-up, and register at zero cost, here's the link.1. Use emails to 'resell' your membership – Neil StaffordNeil Stafford is a genius when it comes to memberships, and in his presentation at one of our previous online email marketing conferences, he talked about how to use emails to keep selling your membership and make sure you build belief so your members become lifetime members. Because your membership is something you need to 'resell' to people. You don’t just sell it once and then sit back and receive recurring revenue forever. Instead, you have to constantly and perpetually 'resell' it. And emails are a solid way to do that.Of course, you need to get that balance right. You don't want to overwhelm people with all the emails you're already sending them to let them know where all the content is. For example, we have a number of emails that tell our members inside The League how they should go on the Success Track. But people still tell us they don’t know where to go because nobody gets 100% readership of their emails, even when people are paying to be a member. Because everyone’s busy!But on top of the emails where you explain where everything is, you also need to send emails that build the beliefs that your members need, in order to stay with you in the long run. Arguably, these types of emails are more important than any instructions or directions you could ever give. Because the beliefs are what will help people stick around. If they don’t believe what you do is something they should be studying for a number of months or even years of their life, people are going to jump in, grab what they need, and go. And that’s not what you want. So email is the most direct thing you can do to make sales and to positively impact the retention of your membership.2. Turn your free content into your core product – Matt and JoeOur friends Matt and Joe exposed their entire business model to us, which was incredible and unique. Their core content (their podcast - The Hustle and Flowchart) isn’t just their free content - it's their entire business. It's also their product and membership.So they shared the idea that you don't have to produce free content and then have additional products on top. Your products don't need to be separate from your content. So you could monetise your podcast by having a sponsor, for example. Or what Matt and Joe do, is create full, in-depth notes of their podcast episodes. And that’s their monthly recurring revenue model - people can subscribe and get their notes as well as additional training.The benefit of doing this is that it frees you up to create amazing content because that is also the product you sell. So you make it the best content it can be. Whatever your content is, make it phenomenal and give it the best chance to work and rise to the surface. In other words, make your content so good that it could be your monthly membership. 3. Tweak and test your lead magnet landing pages - Monica SnyderIn one of our previous online email marketing conferences, our friend Monica Snyder taught us to tweak and test small elements of your landing page because that can make all the difference between making or losing money on ads. Monica is a genius when it comes to getting paid to build your list, and the way to do that is to have a paid lead magnet that acts as your low-priced offer. You then run ads to a sales page where people can buy your lead magnet, and that means they're immediately in your funnel. They're not joining your list for free and then being sold later - they're a customer the minute they come onto your list.But because you're running ads to this page, this now becomes a careful balancing act. You need to have enough conversions to cover the cost of your ads. And the best way to guarantee you do that is by making sure your landing page works for you. That means you need to get some key core elements right and then change and split test different components to see what works best. So to make your lead magnet profitable, focus on the things you can control. You can't control how Facebook runs ads or what other marketers in your industry are doing, but you can control the elements on your landing page to see what works best for you. 4. Use your emails to entertain, educate, and encourage – Jacob Our friend Jacob is very much on the same wavelength as us when it comes to sending emails that entertain, educate, and encourage. We talk a lot about education and entertainment, but the word encouragement is really important as well. Because it captures the idea that you can inspire people and make them feel good with the content you share. And you can also give them permission to go ahead with whatever it is you help them with.The word encouragement was a key takeaway for us because it’s an all-encompassing concept. You don’t just want people to learn lots of things. Because sometimes people leave paid memberships or coaching groups because they’re learning too much and don’t have the time to implement it all. And if all people are doing with you is learning, it can get overwhelming really quickly. But if you can give them encouragement and use your emails to support people to take what they learnt from you and implement it, suddenly what you send becomes more valuable to them. Because everyone loves to open an email that makes them feel better by the end of it! So how can you encourage your audience to get out of their rut and take some action to get the results they want? And how do you keep educating them in a way that’s also entertaining?5. Talk about your lead magnet from different angles – Teresa Heath-WareingAnother important lesson we learnt from our friend Teresa Heath-Wareing is that you should talk about your lead magnet from different angles - not just in the same exact way all the time. For example, you could talk about the benefits of it, or the thing it’s going to save people from.You want to think about 20-30 different angles and then rotate them whenever you talk about your lead magnet because that will ensure it appeals to different people at different times. Or even to the same person at different times. This gives you the freedom and ability to post more regularly on social media or write more in your emails about the same lead magnet. And that's because by using different angles you’re not constantly talking about the same thing.It also means that you don't have to come up with new lead magnets all the time. In fact, rather than spending extra time trying to create a new lead magnet, sit down with a piece of paper and think of ways you can talk about the lead magnet you already have. It's quicker! And it allows you to then use  different hooks for social media content, which you can then share in various ways (Stories, reels, videos, posts on your grid, etc.)6. Test the deliverability of your emails with all the major email platforms – Ed ForteauOur friend Ed talked to us about testing the deliverability of your emails. Do your emails get to people's inboxes or are they just ending in spam? In order to find out, Ed told us to go and test our emails on all the different platforms. And you do this by creating different email accounts with each of the major providers, like Gmail, Outlook, AOL, Yahoo, etc.You can create these test addresses for free and then subscribe to your list from each account. This gives you a good view of how your emails are performing. And you can even set up multiple accounts for each platform to see what happens when you never open the emails, when you open them but never click, when you open the email and reply and click, etc. Depending on your level of engagement and your sender's reputation, you can find out how exactly your emails are being delivered to all the main platforms. 7. Identify the people who want your highest offer first – Steve RosenbaumA big revelation from our friend Steve Rosenbaum was that some of the people who join your email list want the most help you can possibly give them. They want to pay the highest price for your most advanced programme.While some people join your email list and start escalating through the value ladder from the bottom to the top, others want your highest offer straight away. And if you offer them products that are below the level of support they want and need right now, they’ll disengage. They’ll never buy from you – they’ll just leave. Plus, your highest-price offer is usually also your highest-profit offer. So if you offer that to the right people straight away, you get to make sales early in the process. The key is to get people to raise their hands early in the email relationship with you so they can let you know they want the highest price, highest-involvement, and highest-impact offer.This is what we've started doing recently when offering our agency service, where we write people’s emails for them. So now we have a process in place to find people who are most interested in that, and we filter them out and put them through a separate sales process.8. Grow your list by getting in front of other people’s audiences – Melanie BensonA tip we learnt from our friend Melanie Benson was to build your email list and authority by putting yourself in front of other people’s audiences. You want to effectively 'ethically hijack' that audience to get in front of it.And one of the ways to do it is by getting on the platform they use. So if you've never used Clubhouse, for example, but know a potential business you could collaborate with who has an audience there, you could leverage that audience. It's about finding people, a platform, a place, or a community where people hang out online and try to get in front of them. 9. Sell the product. Don't explain the product - Todd BrownAnd last but not least, a tip we learnt from Todd Brown - the master of the offer - in a previous event of Inbox (our awesome online email marketing conference) is to sell the product - not to explain the product. And we'll leave this there because we could make a whole episode just about this!Come and join us at Inbox - it's THE online email marketing conference of 2022!So if this sounds as amazing as we think, remember that this year’s Inbox event is just around the corner. It’s absolutely FREE for you to register and to attend completely live. It's THE online email marketing conference of 2022, and it's on Zoom, so there’s no tech, financial, travel, or time barrier. There's nothing stopping you from growing your business, getting more sales, and serving more people by doing awesome email marketing. You get your free ticket by signing up here. So make sure you register now and join us over the two days. It’s going to be awesome!Subject line of the weekThis week’s subject line is the back arrow emoji (the one pointing to the left) with the words “doing it backwards.” The story was about the fact that we often do stuff in reverse or the opposite way round to how most people do things. And that's because we see that others aren’t getting the results they want, so it makes very little sense to copy them. So what we tend to do instead is look at stuff that is conventional marketing wisdom and do it backwards.And the subject line worked because it sort of implied that you could be doing something wrong. Did it work? Did it blow up? In this case, this was about something being backwards but correct, so quite interesting!Useful Episode ResourcesRelated episodesWhy You Should Attend Inbox 2022. The Surprising Thing That REALLY Impacts Your Email Deliverability.What Emails Should You Send Your Paying Members? with Mike and Callie from Membership Geeks.FREE list of the top 10 books to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about the key lessons we lernt from Inbox - our FREE online email marketing conference) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

Why should you attend Inbox? Because it's the email marketing conference of 2022 (even if we say so ourselves). Inbox is the online conference that helps you sell more of everything you're doing by using email marketing. It's on the 28th and 29th of June 2022, and we're going to show you how to get totally FREE tickets and attend this fantastic event from the comfort of your very own pajamas. Ready to get all the juicy stuff? SOME EPISODE HIGHLIGHTS: (0:27) Come and join us at Inbox 2022 (for FREE!)(4:52) What is Inbox 2022?(6:39) Email is the most direct way you can make sales.(7:44) Learn from different approaches (from our amazing speakers).(8:38) The 5 areas covered in Inbox 2022.(10:00) Inbox 2022 is FREE and the reviews are incredible!(11:58) Inbox 2022 is online and live - on Zoom!(14:16) Who attends our event, Inbox?(16:18) Here's the link to register for Inbox 2022!(17:19) Subject line of the week.Come and join us at Inbox 2022 - for FREE!Our Inbox email marketing conference is on the 28th and 29th of June 2022. And we’d like to invite you to join us for FREE! Previously tickets for registration were up to $500, but this year we’re going to grow this event massively and make it into the biggest online email marketing party you can imagine. It's packed with amazing speakers, fully online, and fully live.If you want to learn what's going to impact your ability to make more sales with email, this is the place to be. Because it's not just about the words you write, who you send them to, or when you send your emails. It's more than that! So if you're already salivating and want to find out all the details, see the full line-up, and register, here's the link.What is Inbox 2022?Inbox 2022 is our completely FREE online email marketing conference. This is the third year we're running it, and we're inviting you to attend. Why? Because email is the most direct way that any of us can make sales - whether your emails are in real-time or automated. So it’s definitely worth taking two days out of your schedule to study everything there is to know about email marketing. And that's exactly what Inbox 2022 allows you to do - to immerse yourself into this topic and up your email marketing game. You can dive deep into what you can do, find out what everyone else is doing, and why they always talk about how amazing email is.Because it’s easy to think that the way you’re doing email marketing is the way it’s done, right? But we learn new things all the time - from every guest that we interview for this show and from all the speakers we’ve met in the last two years of running this event. We learn new things and we implement them. And that's what makes us better at what we do.Email is the most direct way you can make salesThere’s nothing else you can do that directly impacts the top and bottom line of your business as swiftly as email marketing. And that's a fact. If you have a little cash flow blip in your business, the best thing you can possibly do is to find something to sell and send a few emails about it over the course of a few days. That will fix your cash flow problem - it's as simple as that!Literally, nothing else will work as well. You can't just host a webinar, for example. Because how will you get people to sign up for it in the first place? With email, of course. You could try social media, but the reach isn’t very high, so you wouldn't get the same results.Learn from different approaches (from our amazing speakers)The great thing about conferences is that you get to learn new things. And at Inbox, you don't just get our ideas. Sure, we'll be giving a presentation or two. But over the two days, you’re going to learn from all kinds of different approaches – both from us and from our amazing speakers.A lot of the time, the reason people get stuck with their email marketing (or anything) is that they don’t know what they should be doing. They don’t know what questions to ask or what they should be studying. If you buy a course, for example, you’ll learn whatever that teaches you and nothing else.But at this event, we have a whole bunch of speakers talking about different topics, so you can learn way more than just one approach or one specific thing. We're confident that you'll leave this conference with whatever you were hoping to learn, but also with a lot more – with new ideas you didn't even know you wanted or approaches you wouldn't have thought about. We know for a fact that you’ll leave feeling more inspired than when we walked in.The 5 areas covered in Inbox 2022We split our email marketing event into 5 areas and asked our speakers to fit their talks into one of these categories:List building. How do you get more people onto your email list?Specific email campaigns. We’ll talk about specific email campaigns, including one that allows you to leverage the objections your audience has and turn them into reasons to buy and sales. Conversion. There are different types of conversion, so this is all about what you can do to help your subscribers to convert.Copywriting and content. What goes into your emails?Technical stuff. This is all the tech around email marketing - the stuff that allows you to do the things you want to do. Inbox 2022 is FREE and the reviews are incredible!We've said this before, but you get to learn all of this for absolutely nothing! Because Inbox 2022 is free to attend. And we have rave reviews! We remember reading the chat (where attendees can interact live with other participants all day long) and seeing people have lots of fun. But also saying they were blown away by this event and thought it was genuinely excellent.We host the whole two days live because we don’t want it to be a bunch of pre-recorded videos that you can download and watch anytime you want. We want it to be a live experience, which is why we host it all and aim to make it a lot of fun - we even have some surprises along the way.We’re super excited to be doing this for free because we want to help more business owners realise the true potential of email marketing. If you’re not doing email at the moment because you’re focusing on other things, remember that email is the one thing that will allow you to put more gasoline on the fire. It’ll help you make whatever you’re already doing bigger and better - simply more impressive!We want this event to have a real impact on businesses, which is why we made it free. So you can focus on absorbing the content, joining in and participating, making new friends, and asking questions to our speakers. Whether you’re looking for new ideas to add to what you’re already doing or for inspiration to get started because you’ve been putting email marketing off or left it on the back burner for a bit, this event will help you.Inbox 2022 is online and live - on Zoom Inbox 2022 is fully online, which means you don't need to spend thousands on travel, hotels, or food. You don’t even have to take additional time out to get there and back like you'd normally do at either end of an in-person event. We're streaming this event on Zoom, which is something most of us are familiar with, so there are no technological barriers. The speakers will join us live and you can connect from wherever you are – and you don’t even have to have the camera on. We don't mind!So for no additional cost (in time or money), you can completely transform your business (not just your email marketing) and increase the amount of money you get to take out from the thing you love doing. Of course, there's an option for you to buy the recordings if you want to support the event. This gives you access to the sessions so you can review them at your own pace and convenience. We find this is a great idea because nobody ever studies an entire 60-minute presentation and leaves remembering all of the amazing a-ha! moments they had. Sometimes you read back through your notes and realise you can't read your handwriting or maybe you don’t even take notes! And that's why we give you access to the recordings of all 12 presentations for your to review as many times as you want to.Who attends our email marketing conference - Inbox? One thing we absolutely love about Inbox (remember it's the email marketing conference of 2022) is that we get to chat with the attendees throughout the sessions. And we get to meet people from all over the world – from Australia to across Asia, all around Europe, the US, and Canada. And it’s people who do such diverse things with their email marketing, too!We have people who sell online courses and have packaged their knowledge into a programme. Some who offer coaching and help clients in all areas of their lives – from their businesses, to their personal lives and relationships. We have people who sell memberships and have recurring revenue models. Others sell services or products – from candles and cakes to handmade bespoke jewellery.We have participants selling directly to consumers (B2C) or to other businesses (B2B). And everyone is applying the same techniques because you have access to all these different angles, with lots of fresh ideas to take away from the event. And if you think no one's ever done what you do in your space, that’s even more exciting! Because you have the amazing opportunity to be the leader in your space.Here's the link to register for Inbox 2022So if this all sounds awesome to you, go grab your free ticket here. The event is just around the corner now, and all you have to do in order to be there is to register before it happens. So go do it right now because it's the email marketing conference of 2022, and you don't want to miss it! And of course, to make it easier for you, we’ll also send you email reminders closer to the time.Subject line of the weekThis week’s subject line is “ick” with the vomit emoji. This came about when Rob was talking to a friend who was sharing the stuff in her life and business that gives her the ick. This was an expression Rob had never heard before, but the minute he heard it, he was suddenly noticing it everywhere. He just hadn’t realised it’d become a trendy expression people were using. And one of the things you want to try and do in your marketing is to tap in and use the currently trending expressions. So for example, a while ago that was TLDR (for “too long, didn't read”) or PSA (for “public service announcement”). There are words and expressions that sometimes start trending online. And typically they’ll be popular for months - until they're not anymore. And if you then keep using them beyond that point, you'll sound like somebody's dad trying to be cool. So find that sweet spot where an expression, phrase, or word is trendy and cool and use it in your marketing. It really works. Just keep your ears to the ground and notice what people are saying - it's that simple!Useful Episode ResourcesRelated episodesWhy You Might Want to Think Twice About Consumption Emails.How To Build Your List by Speaking At Events Online and Offline.Why Email Marketing is at the Top of the Digital Marketing Trends for 2022.FREE list of the top 10 books to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about why you should attend Inbox - the best email marketing conference of 2022) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!

How do you encourage your audience to consume your content? Whether it's a free download or a paid course or a membership, how do you use your emails to inspire your subscribers or customers to use the amazing content they now have access to? Today we're covering content consumption by sharing an exclusive panel discussion with our friend Monica Snyder taken from our 2021 Inbox conference. Monica is the CEO and Founder of Birdsong.co, and she's a true marketing genius! She’s great at funnels and ads, and she’s super analytical. In our conversation, we talk about consumption emails - the emails you send when someone opts in for your free lead magnet or buys something from you. Should you send these emails at all? Do they help? Or do they just get in the way?Let's find out! SOME EPISODE HIGHLIGHTS: (0:21) Come and join us at Inbox 2022 - for FREE!(5:50) Should you send consumption emails?(9:15) YES to sending consumption emails AND to offering upsells.(10:40) Consuming your content encourages people to buy more from you.(13:04) Do consumption emails work for both free and paid-for products?(19:21) Are consumption emails nagging? (22:32) How to upsell in your consumption emails.(23:56) Make use of custom fields!(27:45) Do free trials work?(33:35) Subject line of the week.Come and join us at Inbox 2022 - for FREE!Before we get into this conversation with Monica Snyder, we want to let you know that our Inbox conference is happening at the end of June 2022. And we’d like to invite you to join us for FREE! Previously, tickets to this conference were $500, but this year we’re going to grow the event massively and make it into the biggest online email marketing party you can imagine. It's packed with amazing speakers, and it's fully online, and fully live. So check out the line-up and register here for FREE!Should you send consumption emails?There’s definitely a view that if someone takes the time to consume our content, uses it, and gets results, they’re more likely to buy something else in the future. However, in our business, when someone opts in or buys something, we put them into a campaign to sell them on the next thing as soon as the next day. For Rob, for example, when people download a free lead magnet from you, follow-up emails are more about trying to get them to click a link, rather than looking at the free content. Why? Because we think it's important to get them to subconsciously engage with us as a brand, rather than blindly consuming the content. It's probably a controversial viewpoint, but Rob thinks we cannot always trust our subscribers or customers to implement our solutions. The onus to consume the content and get results is on them, and it's a fact that most people never consume the content they download or pay for. So if you’re waiting for the point where the person has consumed your content, you may be waiting forever! YES to sending consumption emails AND to offering upsellsMonica, however, thinks we should definitely encourage people to consume our products. Part of our job as course creators, teachers, and information givers is to make sure we’re providing the information to ensure people do what they need to do with what we’ve given them. So for Monica, consumption emails are a big YES! But she also believes we should let people know about the next thing to buy. This is why Monica’s consumption emails lead straight into a sale.For us, part of the problem is that in the past we found ourselves bashing our heads against a brick wall trying to get people to consume our content. That's how we reached the cynical viewpoint that you can lead a horse to water, but you can't make it drink. We're the kind of people who will unsubscribe from someone’s list after buying something if we feel we're being heavily forced to consume it. And that's because we don't like to consume content on someone else's timeframe.Consuming your content encourages people to buy more from youHaving said that, there are definitely places where consumption is important. First of all, sending consumption emails is less aggressive than the older way of pushing people to buy something else straight away. Also, if you help people consume your content (which they were excited enough about to opt-in for free or buy) they will get to experience how good your stuff is. They’ll be more like to buy more in the future.So the way we teach our clients to encourage content consumption is by sending emails that remind people of how good the content is - regardless of whether they'll go and look at it or not. Because the number of people who opt-in for free content and never access it is astronomically high! So what we'll do in our emails is point out there's value inside whatever our subscribers or customers have downloaded or bought. And we tell them exactly where they can find it. So when they get an offer from us, they're also aware that they're already sitting on some good value.Do consumption emails work for both free and paid-for products? Monica consistently runs traffic to both her free and paid offers, so her focus with consumption emails is both on lead generation and paid customer acquisition.However, with free downloads, she encourages her subscribers to reply to her and explain what their biggest pain point is. That's so she can see if she can help them and also use that language in her marketing. She has a follow-up email that she sends after she's delivered the content to check whether people received her product. She also asks for their thoughts - assuming they looked at it. And it's that assumption that normally prompts some people to go look at the content and then reply. For her paid-for course (low-ticket offer), Monica sends a 5-day email consumption sequence before she starts pitching people the next product for 7 days. With this sequence, she tries to manage people's expectations rather than dropping the product and moving on to the next thing. She believes it's important to make sure people have good expectations around how long things are going to take or where there might be roadblocks. It’s more about managing her customers' mental states. So she will, for example, point out where people can find specific knowledge points. It's what we normally describe as 'training your audience'. Consumption emails for your membershipWhile we probably have a bit of a cynical viewpoint when it comes to content consumption around one-time offers, we find they work for our membership, The League. We typically use consumption emails to push people into our members’ area so they can view what's available and click on some of the resources. And because we can track the clicks, we see a lot of sales coming from that activity. Are consumption emails nagging? Monica doesn’t think consumption emails are nagging as long as they’re well-written. But if emails are boring or bland, then people will unsubscribe - a clear sign your audience doesn't like them!We think it’s important to think about the psychological stack in people's heads here. By the time someone goes back to their inbox after downloading or buying something from you, a lot has happened. So within the first email, you need to be reselling them on the benefit of why they wanted your product in the first place.After that, if you keep asking your subscribers if they've consumed your things, you probably do come across as nagging! But if the emails are valuable (if you’re soft teaching some of the points in your course, for example), then they can’t be considered annoying.So use your emails to share some teachings but also remind your audience of the reasons why they want to learn your solution, which is why they downloaded your content or bought it in the first place. When your audience realises they're sitting on good, valuable content, their goodwill goes up - they feel like they've made a good decision. The key, we believe, is that your consumption emails resell people what they already bought. How to upsell in your consumption emailsMonica also added that you should use your consumption emails to let people know about any products you have that could further help them. If they want to solve their problem faster or better or go deeper into the solution, then you have other products, and you can pitch them to your audience. So if all they have right now is a free download, then you pitch the paid offer to them. And you present that as the next or advanced level. As we always say, email should never be used as a notification. You should always weave your consumption emails in with the style of your everyday emails. So our emails typically have a story or lesson of some description and then an offer and a call to action. And it’s easy enough to make the call to action an invitation to go and consume the content they downloaded or bought.Make use of custom fields! Recently we had someone get in touch to say they received 4 emails from us on the same day. Initially, we thought that wasn’t possible. But then we investigated and realised they had. And we’d advise you to also look into this for your own list - it's really easy to make that mistake!And it was happening to Monica too... until she found the perfect technical solution to this - custom fields! Monica uses the custom fields in her autoresponder software to ensure she doesn't send too many emails to the same person in close succession. She does this by adding a date and time stamp for the last time people received a certain email. That way, she won't be sending another email to the same person for a  certain timeframe.Monica also uses custom fields to calculate lifetime value. So anytime someone buys from her, their purchase goes into the lifetime value custom field. And she uses this information to make decisions in other email sequences.Do free trials work? We found that when people pay money towards a product (rather than simply parting with their email address), content consumption is usually higher. But that’s no guarantee. Between us and Monica, we have plenty of examples of people who invested thousands in a product and didn’t consume it at all! And this brings up an interesting point around free trials, which are a great conversion strategy as long as you make the offer work. When doing free trials, content consumption is everything. So you absolutely need a conversion sequence because if people aren’t getting into your free trial, then they won’t be upgrading to the paid-for offer either.Free trials work, but you have to make them work in your style - they need to feel comfortable for you as a sender. Test things out and see what works for you, as it’s always going to depend on circumstances as well. The key is to do what works for you and your audience. Just remember though, as Monica says, that you use emails to sell and build relationships. And consumption emails fit perfectly with these objectives. Subject line of the weekThis week’s subject line is “Woof, woof?” It was an email about dogs and barking. Rob isn’t even sure why that worked! But... it's not a sentence and there’s no context, so that's probably why it worked a treat for us. Because people wanted to know what the email was all about, and it triggered that curiosity.Useful Episode ResourcesRelated episodesOnboarding Emails Examples for your Online Course. Testimonials – how to write and collect them automatically to bring in more sales with Monica Snyder. What Emails Should You Send Your Paying Members? with Mike and Callie from Membership Geeks. FREE list of the top 10 books to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about encouraging content consumption with your emails) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!

Do people have reasons for not buying from you? Yes, they do.We're Kennedy and Carrie, and today we're sharing the three subconscious questions people have that stop them from buying from you. It's super important you answer these exact questions in your marketing and sales copy because people can't and won't buy unless you do!Ready to find out what these questions are and make more sales in your business?Let's go.SOME EPISODE HIGHLIGHTS: (0:30) Want to carry on with the conversation? Join our FREE Facebook group. (2:44) Check out our sponsor - Zerobounce! (3:34) Question one - will it work for me? (7:47) Question two - how long until I see results? (11:17) Question three - how much work will I need to do (and how much will it cost?) (18:18) Find ways to give people immediate gratification. (22:15) Join The Email Hero Blueprint. (23:34) Subject line of the week.Useful Episode ResourcesRelated episodesHow To Sell More By Tapping Into The Power Of Buyer Psychology In Your Email Marketing.What To Send In Your New Year’s Emails To Get Your Clients Excited About Your Business (And Buy From You).How To Prevent Buyer Remorse And Turn Customers Into Raving Fans!FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. Here's a list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here.Join the FREE Facebook groupDo you want to chat about how you can maximise the value of your email list and make more money from every subscriber? There's a way! Every business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. You'll find a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This content is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The Email Hero Blueprint Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.Want to connect with Carrie?You can find Carrie on her website or at Fully Leveraged Business. Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about the 3 reasons for not buying that people have and that you need to address in your marketing) and love the show, we'd appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast.And please do tell us! What do you really fill your working days with if you don't spend time on email marketing? We'd love to know!

So you want to use deadlines in your marketing. You want to close your offers on a particular date and time and, more than anything, make sure they work. In other words, you want to use deadlines effectively. But you also want to do it genuinely and honestly. This is no doubt one of those marketing ethical dilemmas we've all had at some point - and it's a valid one! So how can you do deadlines well but also ethically in your business? Let's find out, shall we?SOME EPISODE HIGHLIGHTS: (0:09) Want to get more sales from your email marketing? Grab our Click Tricks.(5:02) Fancy a 14-day FREE trial with Keap? (We give you TWO of our campaigns for FREE with it!)(6:48) How do deadlines even work?(9:46) The power of urgency and scarcity.(11:37) Why you should never extend an offer.(14:32) Why you should be able to have a logical reason for your deadlines.(16:22) Make sure the technology is watertight.(18:26) Can you use deadlines ethically for evergreen products?(21:22) How to implement ethical deadlines for your evergreen products (video link included!)(22:47) Subject line of the week.Want to get more sales from your email marketing?We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free – we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. How do deadlines even work? First of all, let's take a look at why deadlines work in the broader sense. We find people often miss the point when it comes to running any kind of countdown special offer with a deadline at the end of it. And as a result, they don't get the results and sales they were expecting before their launch. Why?Because the psychological, fundamental reason why deadlines work is that they appeal to the fact that we give people a reason to act right now – to bring forward this decision they might have made in the future and make it now. This decision becomes the top of their list of priorities. Because if they don't act now, they risk missing out. And people hate that. Let's think about the buying process for a second. Buying something (anything at all) requires you to decide that you want to buy it and then convince yourself that you want to buy it. Only then you go through the process of buying it. But unless you have a reason to buy right now, you might not grab that offer immediately.The power of urgency and scarcityThere are only two reasons why you might grab it right now - urgency and scarcity. If you want to go to a concert and know it’s going to sell out, you’ll act straight away because you'll want to grab tickets before you miss out, right? But in order to sell a product based on urgency or scarcity, people have to believe you. Because if they don’t, the whole thing isn't going to work. If you have a marketer who keeps telling you every day they're extending their offer for another 24 hours, you're not going to buy. You have no reason. Because you know they'll keep extending that offer. And so the deadline has the opposite effect of what it's there to do - it's causing you to put that decision further away!Why you should never extend an offerLet's not forget we're talking about ethical marketing here. If you keep saying that the offer is closing but you constantly extend it, it’s unfair to the people who may have spent money to prioritise this purchase right now. In their head, maybe they’d assigned this money to something else, but they bought your offer now in order to get the deal that was on the table. And this is important. Because people have an emotional attachment to cash and how they spend it. If you check out the episode How to Say ‘No’ to Extending An Expired Offer, we talked about why you should never extend an offer. Even if someone gets in touch to ask you to extend the deadline or honour the offer once it's expired, you should politely but firmly say no. Why?First of all, because if you keep extending the deadline, people won’t believe you. And that defeats the purpose of it, which is to help you make sales. So if you're using a deadline, don't move it.And the second reason why you shouldn't extend an offer is that you always need to be crystal clear on when the deadline is. Your audience needs to be aware at all times when the offer expires. If they’re not, then you haven’t created the deadline at all! Because you haven’t engaged that rush and urgency for people to go and grab it before it goes away. So make sure you have a deadline on your sales page and maybe even use a countdown timer. Plus, send emails that lead up to that deadline – tell your audience that the offer is closing today, then again that it's closing this afternoon, and then again in an hour. Always be super clear about communicating your deadline.Why you should have a logical reason for your deadlinesAlso, make sure you have a good, logical reason for all your deadlines. There’s no point in picking an arbitrary date and time for when the offer closes. It can’t be a date and time that just popped into your head! The reason could be that it's Black Friday or Cyber Monday. Or maybe there's a live class element attached to it. You have to be able to say “this offer is closing here because…”There’s a lot of science around the fact that whatever follows your because can be almost anything. But for the purpose of good, ethical digital marketing, you want your reason to make sense - to be logical. Because that helps your audience instantly drop their guard and understand why that deadline is there and how it benefits them.In his book Influence: The Psychology of Persuasion, Professor Robert Cialdini talks exactly about this - about the importance of the work because and how powerful it is. Your reason could be anything, but it needs to make sense and support your deadline. Make sure your technology is watertightAnother point to consider when using deadlines in your marketing is that people are smart, and if they can find a way around your deadline, they probably will!If someone doesn't trust the ethics of the person selling, they might wait before they buy because they think a better discount will come down the line. Or maybe they believe they can get a better deal if they get in touch with you directly. But also, does the big countdown timer on your website change when you refresh the page? Always make sure that if you use countdown software to support your offer, it's watertight and can’t be somehow circumnavigated. Can you use deadlines ethically for evergreen products?So now we know how to do deadlines ethically for offers that expire. But what if your product is evergreen and the doors never close? The great news is that you can do evergreen deadlines because every subscriber will go through them in their own time. How?It's simple, really! You could have someone joining your list today and then in X amount of days they go through a flash sale or a special offer. How long that sale or promotion lasts determines those subscribers' unique deadline. They can't work around that date because it's triggered by the day they join your list. So the way we create urgency with evergreen products like our membership, The League, is by having individual people on our list go through our automated campaigns (like our Golden Cloak campaign, for example, and many others). The key is that you include countdowns where people see the clock ticking. It creates a type of tension we all resonate with and shows people visually that the offer is closing. So make sure you have these timers on your web pages but also in the emails you send out.  How to implement ethical deadlines for your evergreen products (video link included!)You can use countdown timers for all sorts of things. But you'll always get a better result when using an ethical countdown or deadline, like a limited-time discount, bonus, sale, or automated webinar.If you’re wondering how you do this, we’ve put together a FREE video where we walk you through how to use deadlines ethically, particularly when setting up automated evergreen countdown timers where every subscriber gets their own path. Go and check it out - you can find it here.Subject line of the weekThis week’s subject line is “I cheated. (Confession)”. Once again, this is all about negativity, which seems to ring true in terms of getting higher engagement. This particular email was about reminding people that we don’t write subject lines to get people to open our emails. Instead, we want to encourage them to click through. This one works particularly well because people want to know what the confession is. There’s a lot of curiosity associated with it, and it has an inherently negative connotation. People like the idea of a bit of dirty gossip or a confession of some description. This is why this subject line got us a high click-through rate (and it also contained a link to content people can use to ‘cheat’ with something in their marketing and get results a little faster).Useful Episode ResourcesRelated episodesHow to Say ‘No’ to Extending An Expired Offer. Why You Need to Avoid These Email Marketing Mistakes. How to Create Urgency For an Evergreen Membership or Course Without Product Launches. FREE list of the top 10 books to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about one of those marketing ethical dilemmas of how to do deadlines well and ethically) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

Are you someone who can't stop procrastinating when it comes to doing your email marketing? Well, you're not alone.We're Kennedy and Carrie, and today we're sharing some useful strategies to help you stop putting your email marketing off so you can get it done. Right now!Ready?Let's go.SOME EPISODE HIGHLIGHTS: (0:34) Want to carry on with the conversation? Join our FREE Facebook group. (2:01) Check out our sponsor - Zerobounce! (3:06) Just get started (or jump back in). (5:15) Stack habits together or schedule appointments in your diary. (8:50) Make things easier for yourself and remove any friction. (15:45) Alternate between longer and shorter emails. (17:53) Follow the 'Rule of One'. (21:14) Create campaigns one email at the time.(25:20) Don't let the fear of 'being bad' hold you back. (29:29) Create a system, process, or formula that works for you. (32:19) Subject line of the week.Useful Episode ResourcesRelated episodesTime-saving tips for email marketing – how to eliminate distraction with Nir Eyal.Supercharge Your Email Marketing Copywriting By Mastering The Rule Of One For Maximum Impact.Lies You’ve Been Told That Are Stopping You From Making Money In Your Business.FREE list to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. Here's a list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here.Join the FREE Facebook groupDo you want to chat about how you can maximise the value of your email list and make more money from every subscriber? There's a way! Every business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. You'll find a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This content is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The Email Hero Blueprint Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.Want to connect with Carrie?You can find Carrie on her website or at Fully Leveraged Business. Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about useful strategies to get your email marketing done if you're someone who can't stop procrastinating) and love the show, we'd appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast.And please do tell us! What do you really fill your working days with if you don't spend time on email marketing? We'd love to know!

Do you ever find yourself making important business decisions based on a hunch? Would you like to know how you can improve the success rate of email marketing (and your marketing in general) by looking at data and not relying on a gut feeling? Are you curious to finally get a clear idea of what marketing works in your business so you can do more of it?This week we're sharing a technique we created so you can 'read the minds' of your subscribers. You'll be able to work out how they found you, where they came from, and what made them buy from you. This method is quick and effective. And it only requires you to track two simple things about your subscribers. Ready to learn more about this and transform your business for the better? SOME EPISODE HIGHLIGHTS: (0:16) Want to get more sales from your email marketing? Grab our Click Tricks.(4:33) Fancy a 14-day FREE trial with Keap? (We give you TWO of our campaigns for FREE with it!)(5:40) Marketing is a numbers business.(7:52) The importance of understanding what works.(10:26) Why do you need to understand your conversion mechanisms?(12:35) The problem with tracking solutions.(15:32) The two things you need to collect in your email marketing system.(20:30) How do you capture the original source and conversion mechanism?(22:48) Learn how to use this method to track the success of your marketing. (25:26) Subject line of the week.Want to get more sales from your email marketing?We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free – we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. Marketing is a numbers businessWe come across a lot of business owners who think that marketing is a creative practice. And of course, there's creativity in marketing. But we think that creativity is around the way you decide to solve the numerical and data-driven problems you discover in your business. Because at its core, marketing is a numbers business.It's about looking at what you spend in terms of time, effort, money, and resources and what the return on your investments is. This is called direct response marketing. And for us small business owners it's fundamental that the return on investments is (as much as possible) directly attributable to your spending.The importance of understanding what worksLast month we saw a sudden surge of people joining our membership The League. We have new members every week, but we had more than usual. And we knew that was something worth investigating. Because one of the things we talk about a lot is to raise your peaks and do more of what’s working. And if you see some changes in your business but don't have the data to understand why you're seeing these changes, then you can't course correct. You can't amplify what's working and you can't stop what's not working.So we decided to start looking at what we might have done a few weeks or months prior that could have created this influx of people joining our membership. And we looked at activities we did in the past (not only last month) because it's rare that someone buys your product immediately, even if you're running ads directly to that product. A lot of the time people will look at your offer and leave. And it might be a retargeting ad that encourages them to buy in the end. Or they may look at it a few times before they eventually purchase it. There's always a gap between somebody coming into your world and buying something.And this is even more obvious with email marketing. Because somebody may join your list today but become a customer for the first time at some point in the future. There’s often a gap between when they join your list and when they buy. And if you're doing a lot of different things to build your list (say having a podcast or a YouTube channel, doing webinars, guest training, SEO, Facebook ads, etc.) you also have several conversion mechanisms. Why do you need to understand your conversion mechanisms? So you'll need to know which traffic methods bring in the most people but also which ones help you turn them into customers. Because not all subscribers are created equal! You'll find that you have some conversion mechanisms that work better with some traffic methods than others. You need to know which traffic method and which conversion mechanism in conjunction, get you the most sales. And you also need to know which ones are costing you money. Because you might be getting conversions from a particular source but not a price you can afford to be paying.With both conversion mechanisms and traffic sources at play, sometimes it's hard to understand what works. For example, you might have a lead magnet that converts well but only through Google ads and not Facebook ads. So what's key is for you to find out which conversion mechanisms and traffic sources combined you need to scale to get the best results. Because otherwise, you're going to spend money on strategies without getting a return on investments. The problem with tracking solutions So how do you find out what works? You could use analytics platforms such as Google Analytics, but they can only map out the person’s journey during a specific session, time, or device. So you might know that someone clicked on one of your blog posts and opted in for a lead magnet, but when did they join your email list? How did they get the blog post in the first place? And what got them into your world for the first time?These are the questions you're trying to answer, and in technical terms, that's called attribution. It's about knowing how to attribute an activity you did with the result you want to get so you can do more of what's working and do less of (or stop doing) what’s not working. And unfortunately, if you run ads, ad tracking is getting worse. We’ve recently seen an increase in retargeting ads for products that we already bought. And this is from big companies and smart marketers! That's because at the moment the technology and communication between web pages and the ad platforms aren’t good. This might change again in the future, but at the moment, it’s worse than it’s ever been.In order to understand what's working in our own marketing, we'd been trying to find a solution for years. Like many others, we tried expensive tracking software solutions, but they didn't work for us the way we'd hoped they would. They probably work best for businesses that have more linear and simpler funnels.So if you don't have lots of different products, emails, or campaigns happening at the same time, tracking software solutions might work well for you, too. But you need to be aware of the fact that with any of those tools the control lays elsewhere. So, for example, if Facebook makes changes to the way they work, these solutions might not help you anymore.The two things you need to collect in your email marketing systemSo after trying a few things and not getting very far with them, we've come up with our own solution, which we talk you through, step-by-step in this video here. Unlike complicated tracking solutions that you need to learn how to use, this is super simple and gets the job done.This method helps you look at every subscriber that comes into your world and determine what traffic source they came from. And the great news is that you can apply this method no matter how many subscribers you already have - you can start at any point and stage of your business.And here are the two pieces of information you want to track:The original source. This is where the subscriber came from. Every time somebody new joins your email list (or if they buy something from you), you want to grab this piece of data. It’s probably just a word or two, like “Facebook ad” or “podcast”. It’s the original source of where that person came from.The conversion mechanism that got that person to buy. What made them purchase your product when they did? If we reverse engineer the process by which we acquire that customer, what was the conversion mechanism? A webinar, a particular Facebook ad, your LinkedIn or Instagram bio?Now that you have these two bits of information, you know what works, what you need to do more of, and what you need to keep an eye out for and stop. If something hasn't given you any customers over the last couple of months, then it's time to stop that activity.   How do you capture the original source and conversion mechanism?In order to capture the original source and conversion mechanism for each subscriber, we suggest you have a couple of custom fields that can't be overridden or changed inside your email marketing platform. Once you've captured that data (and we show you how to do it in this video) you can run a report that shows you how many people came in from each of the major traffic sources in your business and find out exactly which mechanisms were converting them. This allows you to see which traffic source turns into the highest conversions. You can obviously see what's not working and even figure out whether one conversion mechanism is working with one traffic source but not others. Another thing we suggest you look at is the lead time and value of every new subscriber from each of the sources. How long does it take somebody from a source (say, a Facebook ad) to turn into a subscriber in comparison to another source (say, a webinar)? Learn how to use this method for tracking the success of your marketingFollow this method, and you'll have concrete proof attached to every single contact in your email marketing system. This means you'll be able to stop making business decisions by relying on your gut feeling - you'll know what's working and what isn't unquestionably. And you won't be relying on external platforms or tools. The information won't risk disappearing overnight because you own this data. It's attached to your record inside your email marketing provider on a subscriber-by-subscriber basis.So before you do any more list building, please go and watch this video and implement this method! The quicker you do this, the better your list-building methods will become. Subject line of the weekThis week's subject line is “Final call for the [YOUR PRODUCT NAME]”. This is a very direct subject line, and we use it a lot. It's for the email that goes out 60 minutes before an offer closes. You can also use the wording “final call” or “last chance”. Sending this email works well because when you send an email, you get the majority of opens and clicks within the first hour. So if you only send one email on the last day of your offer, you're missing an opportunity. Because will open the email when you first send it but won't take action or go back to it. So try this and see what it does to your sales!Useful Episode ResourcesRelated episodesHow to Get Out of a Sales Slump. Build Your List using Viral Ads with Dave Rotheroe from Grip Advertising. Blogging for Email List Building with Martin and Lyndsay from Jammy Digital. FREE list of the top 10 books to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about the two things to collect to improve the success rate of email marketing) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

Want to find out what we get asked inside our exclusive, members-only group coaching calls? This week we're taking behind the scenes of the coaching calls we do inside our membership, The League. We're going to not only share the questions about email marketing that our members ask us, but also the exact answers we give them! Aaaaaand, we have an amazing opportunity for you. For one day only, you can join one of these exclusive calls too! Want to find out more? SOME EPISODE HIGHLIGHTS: (00:17) The League Open Day.(6:00) Fancy a 14-day FREE trial with Keap? (We give you TWO of our campaigns for FREE with it!)(7:16) How many campaigns do I need to get started with email marketing?(10:50) What's the best frequency for email marketing?(11:15) Planning your email content. (12:52) How many emails should I send during a launch?(16:53) How do I move to a higher email frequency?(19:50) What about email marketing for the B2B industry?(22:01 ) Join us for our first Open Day!(24:58) Subject line of the week.Join us for the first Open Day inside our membership The LeagueWe’re doing an Open Day for our membership The League where you can come and hang out on one of the hotline coaching calls as our guest. It’s happening on the 11th of May 2022 at 8 pm UK time (3 pm EST).You’ll get to ask questions just like our members do and get answers from us. And if you can't think of a question, just sit there and watch - like a fly on the wall. We guarantee you’ll learn from the questions that other people ask.So if you want to get on this call, register here. We’ve never done this before, and we’re excited to see many of you joining us for this experience. So let’s pack out the room for some great learning! 1. How many campaigns do I need to implement to get started with email marketing?The first question we pulled from one of our coaching calls is from Paul, and he asked, “As long as I have the Getting to Know You sequence and your Overture sales sequence set up, am I good to begin sending traffic through my funnels?”The short answer is yes!But let's break this down. For context, we should say that we give our members inside The League new email marketing campaigns every single month. But obviously, people can’t implement them all at once! Also, for clarity, the Getting to Know You sequence is our welcome sequence. It’s a 4-day sequence for every new person who comes onto your email list. This is where you introduce them to your core product or service.  After setting up our welcome sequence Paul implemented our Overture campaign, which is a sales automation.Of course, if after setting up these two campaigns you want to stop putting people through more sequences, you can. But you can also set up as many email campaigns as you want. You don't have to wait until you have all our email marketing campaigns set up - we don't do that either! We add a new campaign every 8 weeks or so. And taking this approach is perfectly fine. Firstly because it takes some time to set the sequences up. But also because they'll serve you on an ongoing basis. You can view these two campaigns as your minimum viable engine. Just put people through them, and you'll immediately benefit from the work you've done setting them up. Think of it as a train with different carriages - more campaigns will make your email marketing train longer. But simply add a new carriage whenever you’re ready, at your own pace.2. What's the best email frequency for email marketing? Here's another question we get asked by email marketers all the time. “How do I figure out what email frequency I want to do with my email newsletters?”There’s no right or wrong answer here. We talk a lot about the fact that we send an email every single day, and we think you should too. Because we think you’ll get better results if you email at least a few times a week.Planning your email content In terms of planning your content and the frequency of your email newsletters, we do our planning quarterly. So in the middle month of any given quarter (February for Q1, April for Q2, etc.), we plan the content we’re going to share in our email newsletters. We look at what we’re going to sell, what our goals are, and what emails we’re going to send in order to take our subscribers on a journey. And then we figure out what content we need in order to make that happen. Let's say we decide to do a webinar campaign. We go into The League and grab our own template for that, just like any of our members would. And then we put it all together and run it.In short, here's what we do. Once a quarter, we plan a rough big helicopter view of everything we’re going to do and map it all out. We break it down month by month, week by week, and day by day. We create the plan once and then fulfill it, and this means we don't have to spend time every day wondering what we’re going to send out next. 3. How many emails should I send during a launch?“If I'm launching my new course, coaching programme, or membership, how many emails should send?”The answer is as many emails as you have a good reason to send! Because if you have nothing meaningful to send out, you’ll feel like you’re sharing fluff – there's nothing of substance to drive that email.So first thing first, write down on your calendar when your product is going on sale - you want the dates of when the cart opens and closes. And then you reverse engineer from there.On the last day, you’ll want to say that the cart is closing - you'll do that at least twice to give people the best opportunity to get your solution. That's why we send 3 emails on the last day. The first one tells our subscribers that today is the last day of the sale. Then later in the day, we send a reminder to say the deadline is getting closer. And then an hour before we close the offer, we send a short and simple email with the link to buy for one final time.Don't send everything at once These are great reasons to email on the last day. But there are other good reasons to email during a launch, and we talk about them in the episode called 7 Sales Elements to Give You More Reasons To Email During Your Launch. Go check it out! So our top tip is to hold things back - don't share everything in the first few emails! Use the first email to introduce your product and then, on a different day, tell them about your payment plan. Or your bonuses. Or share a video. Just don’t send everything at once because every new piece of information you share calls for a different email. It gives you a good reason to email again during your launch. Remember - you can send as many emails as you need to, as long as you have a reason to.4. How do I move to a higher email frequency? Another question we get asked is, “How can I start sending emails more often and do it in the right way?”The short answer is that you don't suddenly go from emailing once a month, once a week, or once in a blue moon to every day. Because your audience will hate you for it. And so will your email platform and the Gmails of this world. This is only going to negatively impact your email deliverability. Instead, you want to slowly increase the frequency of your emails and pre-empty this action with some warning.The way we suggest you approach this is by emailing your list and telling them you feel like you haven't been delivering as much value as you could be. You'd like to help them move forward in their journey as quickly as possible. So you tell them what to expect going forward while you slowly step up your frequency. You could go from once a month to once a week and then after a month or two, you increase to twice or three times a week, for example. And then to every day. That way you step up your frequency in stages - this is less noticeable and less likely to break things.Tell your audience how they'll benefit from your emailsWhile you do that, don't forget to tell your audience why getting more emails from you is a good thing! They’ll be feeling like they're learning more, moving forward, and being drawn closer to you. Just don't do this in a way that's apologetic or sorry, especially if you're British (because you know how we like to apologise for everything). Always sell the benefits of your emails to your list.An alternative approach would be to email your entire list a few times and give them the option to opt in to hear from you more often. To do this, you need to send them to a form where they can actively input their name and address and specifically agree to receive more of your emails. This is a gentler approach, although it’s not the one we take because you'll get fewer people opting in.With the first approach we suggested, you'll still have access to your entire list minus the people who unsubscribe. This option typically pans out better. Whereas if you choose the gentler approach and ask your subscribers to opt in, only 10-30% of your list might do that. That means a lot of people won't be getting your emails. So we suggest you step things up gradually over time with some warning first.5. What about email marketing for the B2B industry?Another question we often get asked is, “I'm in a much 'drier' industry, like B2B professional services. How do I go about adding emotion and personality into my emails?”Great question! And what we encourage our members to do is to remember that we’re all speaking to real people. None of these subscribers are robots! They are people who have feelings, families, kids, pets, and parents - they can relate to all the things that go on in your life. That means they'll relate to any personal stories you share. But if that’s not your style, you can also tell stories about your customers. Let’s say you’re in the investment space. Don’t just talk about charts, stock values, and capital. Instead, tell the story of the client who’s been paying into their retirement fund. Show what their life looks like now as a result of working with you. Share the stories of how you serve people.Where do you find these stories? You ask your clients, of course. Ask them how your business impacted their lives, make sure you have permission to share, and then tell those stories in your email marketing. This also helps you build rapport with people and deepen your relationship. They’ll see you as much more of a trusted advisor. Join our Open Day for a chance to have your own questions about email marketing answered!A lot of the questions we get asked on our hotline coaching calls inside The League are business-specific. And we love nothing more than to dig into people’s businesses to understand what they sell, who they sell to, what problems they solve, etc. That’s how we’re able to give specific answers.But the power of these calls is twofold. It's great for the person who asks the question because we’re able to give specific answers based on someone’s business, product, personality, and individual circumstances. But it's great for everyone else too! Because other people learn from us giving out these answers. They'll pick up tips and ideas they can apply to their own businesses.We host our hotline group calls every other week, and people tell us they're completely transformational. They change their business and give them better results with their email marketing. And that’s just from listening to other people’s questions and answers!So if you want that same opportunity that members of The League have, join our 90-minute Open Day call on the 11th May 2022 at 8 pm UK time (3 pm EST). You can register for FREE here and join us live on the day.Come and ask any questions, and even if you don’t have any, just listen in and absorb the information. No doubt, you’ll get some cracking new ideas you can go and apply to your own business, whether you're selling products, services, high-priced items, lower-priced items, a recurring membership, or anything in between. We look forward to seeing you there!Subject line of the weekThis week’s subject line is “The word of the day is H_A_____”. The word, in this case, was ‘headache', but it doesn't matter what the word is! This type of subject line creates curiosity. It’s like filling in the blanks. And people have to open the email to find out what it’s all about. It's a great one, and you can use it with whatever you’re working on.Useful Episode ResourcesRelated episodesCourageous Content with Janet Murray.How To Get Your Marketing Questions Answered by Rob & Kennedy during ‘Hotline’ Group Coaching Calls in The League.7 Essential Email Campaigns Examples For Your Business.FREE list of the top 10 books to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about some key questions about email marketing we answered in our group coaching calls) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

Does Artificial Intelligence have a place in email marketing? Can you use AI tools to outsource your email writing? These are some of the questions we're answering for you today after testing a few AI tools. Curious to learn what we found? SOME EPISODE HIGHLIGHTS: (0:12) Want to get more sales from your email marketing? Grab our Click Tricks.(3:49) Fancy a 14-day FREE trial with Keap? (We give you TWO of our campaigns for FREE with it!)(4:58) Should you use AI to write your emails? (6:50) Where can AI be useful?(7:47) AI tools can write about features and benefits.(9:04) AI tools can't help you with ideas and stories.(11:55) AI tools can't differentiate between products. (14:32) AI can't target people with different levels of experience. (17:42 ) AI tools can't create successful email campaigns. (24:19) Subject line of the week.Want to get more sales from your email marketing?We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free - we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. Should you use AI to write your emails?We’ve been playing with a few AI platforms for a while now, and we have opinions about them. This isn’t about us bashing AI tools though. We believe they definitely have a place, but we’re going to get into some of the issues we found when using them. So let's start by setting the tone with a quick example. This is what we typed into one of these AI tools to see what kind of marketing email they'd write for us:“Welcome to the Email Marketing Show podcast for online course creators and membership site owners.”Simple, right? Want to see what we got? “So this is the first episode of the Z Z podcast. I am super excited about the new venture and hope you all enjoy it too.”Not quite the introduction to our podcast we had in mind. In fact, this makes no sense whatsoever! Where does the "Z Z podcast" even come from??So let's look at some of the issues we've found with these tools. And it's important to say that these findings apply to all the tools across the board. It doesn't matter how good the platform is. You might have the best one out there (and it's up to you to do your research and work out which one is the best for you), but they all have the same issues. Where can AI be useful? AI tools can be useful in what we consider to be simple copywriting - and that's where the stakes aren't massively high. So for example, if you have a membership site or a course and want to send an email to promote a new video, you might want to write a little paragraph that describes what that video is for. You'd pop the information into one of these tools, press a button, and get a few options back.Bear in mind though that once you’ve put this amount of copy into the tool, you’ve almost done the job yourself! With a bit of tweaking, you could use the best out of the options the tool gives you, and it'd probably be good enough. But this is only for a piece of copy where the stakes aren't that high. AI tools can write about features and benefits For us, it boils down to this - AI tools can only write about features and benefits. You're feeding information into these platforms, and the outcome is linear - it's features- and benefit-driven.The problem is that people don't buy just on features and benefits - they also buy on emotion. And these tools are completely devoid of personality – of your nuances and your isms (as we like to call them). They don't have any authenticity because a robot wrote them! There are no pieces of you showing in the turns of phrase and the way the emails are being worded. They're sterile - perfectly written, with no 'knack' about them. So if you want to write about basic features and benefits, by all means, you can try and use AI tools, see what they give you, and then manicure the content afterwards.AI tools can't help you with ideas and storiesThe issue with writing about features and benefits is that it's all about why you should buy a certain thing. And surely you don’t want to show up on the Internet every single day with another email that asks people to buy your product. Right? That's what so much email marketing out there already is – just bashing people over the head with offers!The problem is that's all these AI tools can do. You can't use them to craft good, compelling, interesting stories about something that happened to you. Or pull something out of the news that might be relevant to your email list. And one of the biggest struggles people have when it comes to email marketing is finding the things to write their emails about. Well, guess what? If you use AI tools as part of your email marketing strategy to write your emails, you still need to fuel the tool with ideas. And if you run out of ideas, the tools won't give you anything at all!So if you’re worried about doing email marketing because you don’t know what to write about, AI isn’t going to save the day for that. Yet. And, of course, this is true as of mid-2022. Things might change, but we think we’re years away from AI getting close to what you can do with your digital marketing with some simple techniques.AI tools require a lot of workAnother factor to take into account is that you have to learn how to use these tools. It’s a bit like learning how to play an instrument – you need to know what parameters to put in. It’s not just a case of clicking a button - it's not that simple! You need to learn how to feed information into the tools in the correct way.And once you’ve done all that, the platform will then spit out a few variations. You still need to go through them, pick the best one, and tweak it. There’s a lot of work involved!AI tools can't differentiate between different productsPlus, let's not forget that AI tools can't use your personality, can’t express things as you would, and can't talk about what goes on in your life. They can’t share the metaphors or create stories, which are the most effective marketing tool in the world to help you create connections. And if AI tools could create stories, they wouldn’t be about you at all!This means that AI tools currently can’t differentiate your product from someone else’s because they can’t communicate the unique elements of your framework. They don't know what makes it different and effective.If we were to ask one of these AI tools to spit out an email to promote our membership, The League, we’d put in that it’s a membership that helps people write better emails through psychology-driven email marketing. But if someone else comes along and inputs similar information, the tool is likely to spit out similar emails.The tool doesn't know about the five elements we teach our members. It can't know what happened during our coaching call last week. And it doesn't know about our Adaptive Offer framework that helps people put together compelling offers, which is something that sits in The Battle Plan section inside The League.We can’t teach the tool what’s different about our membership. So if you look at the email that’s generated for us and compare it to one that's written for someone who offers a similar product, there wouldn't be much difference. And that's no good. AI tools can't target people with different levels of experienceWe also noticed that if you use AI tools to write your email content, you’ll struggle to target them to the right level of experience of your audience.We tested this out by using a made-up gardening programme as an example. Initially, we tried the angle of people who might be starting gardening and would like to learn how to do it. But when we changed the parameters to address experienced gardeners, there was nothing different to target the advanced gardeners specifically. It still spoke about gardening at the most simplistic level.So if you have sections of your audience with different levels of experience and expertise, you need more persuasive email copy to address them. And what an AI tool can generate for you is very bland. The copy has no personality and therefore nobody cares – it has nothing that makes it sound interesting. It's not copy that builds relationships. It's just fact-based copy that keeps asking people to buy. And this leaves all the heavy lifting to your sales page (assuming these emails are even good enough to get your subscribers there!)In essence, what you can write with AI tools are bland emails that fit someone who hasn’t done any research into their product, their audience, their personality, or their brand values. And in this busy world, that’s not good enough anymore. You can't send emails like that expect to get results.There’s nothing emotive in these emails – there are no good adjectives in there, and they’re not written following any copywriting principles to help persuade people. So it's still quicker for you to write your own emails. Never mind having to then sift through various versions generated by the tools and having to edit them!AI tools can't create successful email campaignsThe other issue we found when testing AI tools is that they can't build campaigns. Imagine you’re going to launch a new membership, and as part of your marketing strategy, you want to send 7 emails over 7 days. Every day, you'll feed information into the tool, sift through the versions you get back, pick the best one, edit it, and send it out. You'll do this every single day for the 7 days of your launch.The problem is that your emails aren’t getting any better at handling objections or building a sales argument or conversation. They aren’t getting any more persuasive over the course of the 7 days. They're not stacking on top of each other to become more compelling - they're just going to be the same.Because the tool doesn't know you're building a journey or a campaign of emails - not like the ones we teach inside The League. It's building one email at a time. And that means you won’t be able to take your subscribers on a journey. You’re just spitting similar emails at them day after day, and we know that singular emails do not work – they don't have the same impact, and that's why we don't use them!Some examples of AI-generated emailsSo to test out these tools, we did a little experiment. The input we used to feed into the tools was:“The League is a membership which helps online course creators sell more of their online courses with psychology-based email marketing.”And this was the best example of an email generated by one of the AI tools:“Are you sick of spending hours a day working on your emails? If you're like me, you're always looking for new ways to improve your business. And one of the best ways to do that is by learning about psychology. In this course, we'll teach you the psychology of how people respond to emails. We'll show you how to use it to create the best emails you've ever sent. You can also use this information to build better relationships with your clients. It's never been easier to send emails. And it's never been more important to understand why people respond the way that they do.”When you look at this email objectively, it doesn't go anywhere. It talks around in circles and doesn’t even make an offer! You could easily take half of the words out, and the email would be as impactful. It’s full of wasted words, and while it at least makes sense, it’s not great.The worse example we got was one that made us howl with laughter. And it goes like this:“I don't have any money to spend on marketing. That's where you come in.”Now, we said at the beginning that it wasn’t our intention to bash AI tools, but this isn’t right, is it?Our final thoughts about AI tools We think AI has its place, but only when the writing is super simple. It’s more of a springboard for you to go and do something else with. You could give the output from an AI tool to your VA or someone in your team to work on, for example.But it's not a solution to outsourcing email marketing, and in our opinion, AI tools are a long way away from being anything close to that. So let’s pay attention to AI – let’s watch it. It’ll definitely do incredible and amazing things in the world, but it’s not going to revolutionise email marketing anytime soon. So for now, your time is better off spent learning how to write your own emails and campaigns, just like we teach our members inside The League.Subject line of the weekThis week’s subject line is “Be less ‘Marie’” and we put the word ‘Marie’ in quotes because you always have to be a little careful when you do this type of thing. If the person receiving the email is called Marie (and you're likely to have a Marie or any other name you pick in your audience), then it might be a bit weird for them. But this particular story was about a real person named Marie, who was Rob’s best friend at one of his old workplaces. Rob and Marie lost touch for years and years until one day they bumped into each other again. So the idea was to be less ‘Marie’ in the sense that you shouldn’t lose touch with your subscribers.Useful Episode ResourcesRelated episodesThe Therapeutic Benefits of Writing Your Own Emails.7 Essential Email Campaigns Examples For Your Business.Little Tricks to Write Better Emails That Aren’t Boring.FREE list of the top 10 books to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about the place Artificial Intelligence has in email marketing) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

This week we're talking about the therapeutic benefits of writing your own emails. Is writing therapeutic? Absolutely! And writing emails can be just as much a therapy for you as it is a sales-making activity. So let's break down all these cool therapeutic benefits of writing your own emails. Ready?SOME EPISODE HIGHLIGHTS: (0:16) Want to get more sales from your email marketing? Grab our Click Tricks.(4:38) Fancy a 14-day FREE trial with Keap? (We give you TWO of our campaigns for FREE with it!)(5:52) Write the emails you enjoy writing.(8:53) Allow yourself to savour the moment.(11:33) Train your brain to become more mindful.(13:28) Create the habit of writing every day.(15:46) Stop worrying about the technology - focus on the psychology!(17:24) The commercial benefits of writing your emails.(18:25 ) Be you!(21:05) Subject line of the week.Want to get more sales from your email marketing?We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free - we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. Writing emails can be fun! Let’s talk about why email writing (and generally the act of writing) can be therapeutic for you. Because writing emails is not just a sales mechanism! The reason why loads of people put off doing email marketing is that it sounds hard. It comes across as difficult, complicated, laborious, and maybe even boring. The key word here is that it sounds like it might be all these things. And we all want to do things that are easy, don’t we?But here's what we're saying. You can turn something you’re currently putting off and think you might not like into something you enjoy!That'd be cool, right? So how do we do that? Write the emails you enjoy writingThe first thing you need to do is to write emails you enjoy writing – emails you would actually want to read. And that sounds a bit crazy because a lot of the emails in your inbox might look boring, formulaic, or braggy. But you don't want to write emails like that. And the great news is that you don't have to!You can write better emails that will also help you stand out. You do that by writing the emails you'd like to read - the ones you enjoy. Because that means you'll enjoy the process and the therapy of writing.  Kennedy, for example, started writing daily emails because he’s dyslexic. He looked at the process as a way of working a muscle. If you exercise that muscle every day, over time you’re going to get better at using it. So he told everyone on his website that he’s dyslexic, and if you join his daily emails, there will be typos. It might be all over the place when it comes to spelling, but he promised the emails would be good and valuable.So if you feel you're not great right now, the expectation of turning up 3-7 times a week with an email to your list will give you the motivation to show up and improve that skill. It’s a bit like having a personal trainer – it’s what will make you show up at the gym and do the work so you can improve your skills.  Allow yourself to savour the momentAnother benefit of writing emails is that it allows you to be present. The idea of mindfulness has become increasingly popular over the last few years. It's about being more mindful of what's going on in the present - living in the present moment. And one of the activities you can do to become more mindful is writing, which is why journaling is so popular. It's all about sitting down and writing privately to yourself about how you feel, what you're grateful for, what you've achieved or want to achieve, your goals, etc.Granted, you might not want to share your private thoughts in the emails to your list - although we’re all about being open, honest, and real with your subscribers. We always encourage you to show them what’s going on in your life and start your emails with a story. And one of the things that this enables you to do is to become more mindful of what's going on in the world around you – to savour the moment and enjoy each thing that happens to you.  Going for a walk in the woods and allowing yourself to become more aware of what’s going on around you is a satisfying thing to do. When you focus on what's going on around you (the sound and sensation of your feet on the ground or the feeling of the breeze through the trees, for example), your brain can't worry about the big stuff that’s going on in your life. Train your brain to become more mindfulRob, for example, likes to either write his emails using Google Drive or use the full-screen, distraction-free mode on his Mac, so he can write without seeing anything else - there are no other tabs open, and all he has in front of him is a screen. So he'll sit down and allow himself to get lost in the moment of writing the emails. It's almost as if he was writing to himself.And when you write the emails you want to write and read yourself, it makes you more confident in what you send. You worry less about the quality of your emails, and this forces you to become more mindful of what’s going on in your everyday life.Even though there’s nothing too exciting going on in our average day, we probably each come up with 5-10 things we could turn into an email. And that only happens because we've trained our brains to become more mindful of the things that are happening and to live more in the moment. And that also makes you more relaxed and less stressed.Create the habit of writing every dayAnother benefit of writing your own emails is that it allows you to become more consistent. It creates the habit of writing every day. And when you commit to something, it trains your brain to do it. You'll make it happen. And that can only mean positive things about the way you feel and think about yourself. In fact, it allows you to achieve more in your life, in your business, in your relationships – in everything you’re trying to do. And it's a great way of improving your own consistency through forging habits.One of the things we recommend you do if you decide to send emails more regularly is to build a daily email writing habit into your life so you can end up with more emails than you'll ever send. Just imagine you’re going to send an email every day and write them daily, even if you’ve only committed to sending 3-5 emails a week.  That’s good for two reasons:It means it means that if you’ve committed to sending 3 emails a week but you write 7, you end up with 4 emails as a backup that you can fall back on if anything goes wrong. You could tell your VA or anyone in your business to go and retrieve these emails and send them for you, in case you can’t do it yourself, for some reason.The other reason is that if you’ve written 7 emails but only send out 3 a week, for example, you could choose your 3 favourite ones and only send out those.Either way, you'll always be ahead.Stop worrying about the technology - focus on the psychology! And if you’re worried about the technology of email marketing, then don’t be! There are ways around that. You could write your emails in a Google Doc, for example, (like Kennedy does), and then have someone else in your business (in our case, Rob) send them for you.Remember that every time you log into your email platform you’re adding more cognitive load and mental calories to the activity of sending your emails. You'll get carried away and distracted by the technology, rather than focusing on the psychology of it all, as you should. So while it’s important you’re the person creating that content, it doesn’t mean you have to be the one uploading it onto your email marketing platform and physically sending those emails.So write every day. Because that allows you to accrue ‘accidental savings’, much like one of those banking apps that round up your transaction to the nearest pound so you can add the rest to your savings account. Without even knowing or noticing, you accrue savings. And it’s the same if you get into this habit of writing daily, even if you then decide not to send out all those emails. The commercial benefits of writing your emailsThere are also commercial benefits to writing your emails. You'll get to improve your copywriting skills (not just your writing skills). And that's about your ability to write emails that get people to feel things or take action. By doing this more often, you’re going to become a better writer of copy that persuades and sells and you'll build your creativity muscle. Plus, you’re going to improve your marketing savviness and find better hooks for your emails. When we have coaching calls with our members inside The League, we find marketing hooks for their emails easily and quickly because by doing this a lot, we’ve built this muscle and this savviness. Be you!All of this allows you to write emails from a much more 'selfish' perspective. Not everyone is going to love your emails. Some people are going to unsubscribe because they don't want to hear about the stories you have to share. And that’s okay. Because the majority of people in your audience do want to hear them. Otherwise, they wouldn’t be there.So there’s no point in tailoring your entire email marketing to be dry, dull, and boring just to suit the small number of people who only want to hear from you when you have a special offer. If you go for the approach of writing emails for yourself, you get to be yourself a lot more naturally.Imagine your email list is your house. You have your own decoration and wallpaper - your own things. And if someone’s invited into your house, they can’t complain about any of it. If they didn't like it, they could have said no at the door. That’s what the unsubscribe button at the end of each email is for. It allows you to put up a little barrier. Because when you first get started with email marketing you worry about people complaining or unsubscribing and not liking what you share. Or responding back with mean things.But remember that you’re doing this for you, not for them. Email marketing isn't like social media. You don’t need to create content to please an algorithm that's based on the deep psychology of what the platform thinks people want to consume at that moment in time. With email marketing, it's not about creating content you don't want to create just so you can please the algorithm. You can write the emails that you want to read. And that will help you build the audience who will want to read your emails.Subject line of the weekThis week’s subject line is “We got RUMBLED.” This email was about the fact we were planning the launch of our mastermind “Level up”, which was going to be made available to 15 people inside of The League. The idea was to have a big launch and some clever marketing around it, ready to go live in April.But in the middle of January, somebody in one of our coaching calls asked us if we’d consider doing an accelerator mastermind. So we had to tell them there and then and sold out that mastermind in one and a half weeks. In the end, there was no marketing – we just announced it, and that was that. Hence the subject line, “We got RUMBLED.”Useful Episode ResourcesRelated episodesCreative Ways to Batch Your Emails.Writing email every day vs batch writing in one go.Writing Subject Lines Without Using Formulas. FREE list of the top 10 books to improve your email marketingIf you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. Join our FREE Facebook groupIf you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.Try ResponseSuite for $1This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.Join The League MembershipNot sick of us yet? Every day we hang out in our amazing community of Email Marketing Heroes. We share all of our training and campaigns and a whole bunch of other stuff. If you're looking to learn how to use psychology-driven marketing to level up your email campaigns, come and check out The League Membership. It's the number one place to hang out and grow your email marketing. Best news yet? You can apply everything we talk about in this show.Subscribe and review The Email Marketing Show podcastThanks so much for tuning into the podcast! If you enjoyed this episode (all about the therapeutic benefits of writing your own emails) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know!